Research On Self-Identity Construction Of College Students Online Shopping

With the rapid development of Internet, online shopping attracts more and more attention. It is a new pattern of consumption, which is so different from the traditional shopping, becoming the special power to change every aspect of social life. As a reserve force of white-collar, college students is the most important groups in online shopping whose participations have profound sociological significance.From the sociological perspective, the text researches on Self-Identity Construction of college students online shopping. Sociology of Consumption originates in the form of traditional shopping. The emergence of online shopping enriches the sociological research field. From Self-Identity in the Sociology of Consumption, the text studies the online shopping behaviors of college students, through the analysis of the social dimension and individual levels of Self-Identity in students and builds the presentation of online shopping, from the perspective of four self-identity, self-class identity, self-group identity, individual self-identity, self-taste recognition - understanding the sociological significance of online shopping. This research is a qualitative research, applying the case study method, through the accidental sampling and the snowball sampling in the HIT students selected 12 typical cases, using interviews virtual fieldwork collecting data.This research discoveries that the online shopping takes as one kind of new consumption pattern which inherits and innovates the traditional consumption pattern. The Self-Identity theory in consumption sociology is suitable for the online shopping. In the process of online shopping, it satisfies the college student symbolistic demand, the experiential demand and the functional demand. The Self-Identity integrates the society aspect and the personal aspect. The Self- Identity is the process of frequent constructing.